TheIndustry.fashion Awards Winners' Interview: Collette Flood, founder and Managing Director, Orelia

In this series, TheIndustry.fashion continues to celebrate the achievements of the winning brands from TheIndustry.fashion Awards 2025 through a collection of dedicated interviews.

With the Awards dedicated to People, Planet & Purpose, we set out to uncover the strategies driving positive change in the industry - from sustainable and circular practices to strategies amplifying diverse voices and supporting community and charitable causes.

Within the Planet category, Orelia won the award for Sustainable Sourcing (Intimates & Accessories). Founder and Managing Director Collette Flood discusses the brand's approach to sustainable sourcing, the biggest challenges it faces in sourcing sustainably, why brands and retailers should be championing people, planet, and purpose today - and much more.

What are the core values that drive Orelia and how are they reflected in the business?

Orelia is driven by a commitment to creating high-quality, long-lasting jewellery at an affordable price. The brand carefully balances competitive pricing with thoughtful material choices, ensuring that every piece reflects both craftsmanship and value. By offering both elevated and more accessible options, Orelia caters to a diverse customer base, meeting the needs of those seeking affordability as well as those desiring premium designs. This approach allows the brand to maintain its strong positioning while serving customers across the price spectrum without compromising on style or quality.

Can you tell us more about your brand and your approach to sustainable sourcing?

Orelia has always drawn inspiration from vintage jewellery, making sustainability a natural extension of its ethos rather than an afterthought. What began as a creative connection to vintage design evolved into a commitment to more responsible practices, starting with the use of recycled brass and later expanding to include stainless steel, an environmentally friendly material that requires fewer chemicals in its production. Guided by a considered and developmental approach, the brand continues to refine its sourcing and material choices to align beauty with responsibility.

When did Orelia begin prioritising sustainable sourcing and what motivated this?

Orelia began prioritising sustainable sourcing around five to six years ago, starting with a move toward more eco-friendly base metals such as recycled brass. This transition required time and patience due to the smaller, slower-moving nature of suppliers and the rigorous testing processes involved, ultimately taking about four years to achieve a meaningful percentage of recycled brass usage.

Two years ago, the launch of the Vintage Collection marked a significant step forward, showcasing a shift toward preloved, non-virgin materials. As part of this initiative, Orelia collaborated with Susan Caplan to repurpose vintage Swarovski components, offering customers the beauty of vintage jewellery without the challenges of sourcing it themselves.

What are the biggest challenges you face in sourcing sustainably?

One of the biggest challenges Orelia faces in sourcing sustainably is overcoming supplier resistance, as many are hesitant to switch to recycled brass due to the inconvenience or perceived lack of demand, particularly in key markets like Korea. Despite this, Orelia remains committed to pushing for sustainable alternatives, engaging in persistent advocacy, building long-term relationships, and maintaining open communication with suppliers to gradually influence change and encourage the adoption of more responsible practices.

How do you communicate your sourcing practices to customers?

Orelia takes an intentional approach to communicating its sourcing practices, aiming to be transparent while avoiding overwhelming customers with minor updates. Recognising that not every internal change will feel significant to its audience, the brand focuses on sharing only the most meaningful, impactful developments - moments that reflect real progress and align with what customers value most.

What was the significance of winning the award for Sustainable Sourcing (Intimates & Accessories)?

Winning the award for Sustainable Sourcing in Intimates & Accessories was both a surprising and deeply meaningful milestone for Orelia, offering recognition against top brands and validating the years of dedication, incremental changes, and team-wide skill building invested in making sustainability a reality.

It underscored the significance of evolving practices within an existing business model - a far more complex challenge than starting sustainably from the ground up - and celebrated the collective effort required to embed new processes, materials, and mindsets into every stage of the brand’s operations.

How else is Orelia introducing sustainable practices into the business?

Orelia is advancing its sustainability efforts by targeting an increase in recycled material content to around 60%, transitioning to FSC-certified packaging, and working to reduce shipping impact while eliminating single-use plastics.

You previously mentioned your Vintage Collection - can you tell us more how it supports the brand's sustainability goals, and how it performs compared to other ranges?

The Vintage Collection features unique, one-of-a-kind pieces personally sourced and curated by the brand, offering customers a beautifully presented selection that removes the uncertainty of buying something unfamiliar. Its limited nature creates a sense of urgency, resulting in strong sell-through within the first week, and as its own category, it often outperforms standard product ranges. By emphasising reuse and thoughtful curation, the collection not only supports sustainability goals but also deepens customer engagement.

Why should brands and retailers be championing people, planet, and purpose today? Any advice?

It’s essential to act immediately - to "do what we can, when we can, as soon as we can" - because we have a responsibility to protect the future for the next generations. Every individual has a voice and a role to play, embracing a "lead from every chair" mentality where ideas and initiatives are welcomed regardless of one’s position in the business.

Smaller businesses, in particular, have the agility and opportunity for cross-functional involvement, benefiting from meaningful exposure across all channels and the ability to make a tangible impact quickly

What can customers expect from Orelia over the next year?

Over the next year, Orelia aims to eliminate single-use plastics across the business and further increase the percentage of recycled brass used in its core product range.  The brand will also expand its highly successful in-store "create your own jewellery" experience, giving customers the opportunity to craft meaningful, personalized pieces they will cherish for longer.

Continuing its shift away from trend-led, disposable fashion, Orelia will focus on creating timeless designs that emphasise sentimentality, creativity, and sustainability - values that resonate strongly in its Brighton home base, with the potential to scale to other locations.

TheIndustry.fashion People, Planet & Purpose Awards will be back for 2026. Find out more at theindustry.fashion/awards/. For sponsorship enquiries, please email [email protected]